OFFERISTA HOUSEHOLD ADVERTISING SURVEY 2020: TWO-THIRDS SEARCH ONLINE FOR SPECIAL OFFERS SEVERAL TIMES A WEEK
Dresden, 4th August 2020 – The digital communication of offers is booming: two out of three people surveyed use the internet several times a week to discover retailer promotions. This was the result of the latest household advertising survey by the Offerista Group. 42 percent would like to be inspired by online offers more frequently in future and 79 percent said they now browse the web or use their smartphone more often to find offers and promotions than they did a few years ago.
In particular, the internet and smartphones were the preferred choice for half (43 percent) of those surveyed for individual product offers. When it comes to digitally communicating offers, consumers value the ability to more easily compare prices (almost a third of those surveyed) as well as constant availability (44 percent). When it comes to local offers, consumers value shopping apps along with Google (more than 60 percent) and retailer websites (more than 50 percent). 40 percent rely on these to research corresponding promotions. For purchases in the medium price range, digital channels are also favoured for product information. Almost a third use a shopping app in this instance.
Digital brochures win over consumers with their sustainability and currency
The topic of sustainability plays an increasingly important role for consumers. Two-thirds can imagine only using digital media in future to avoid paper waste. 39 percent have already opted to digitalise the communication of offers. A quarter of these use digital promotions to stay up to date.
“The digital communication of offers is currently developing into a megatrend, not least because of the coronavirus pandemic and its effects. The advantages of digitally communicating offers and online placements of target group-specific advertising messages have never been as clear as in times of COVID-19. Our latest survey also supports this,” says Benjamin Thym, Managing Director of the Offerista Group.
Survey description: The household advertising survey by the Offerista Group GmbH was conducted from the end of May 2020 to the end of June 2020. A total of 1,233 people aged over 18 were surveyed.
As a shopper marketing network, Offerista Group GmbH offers tailored digital solutions for the location-based marketing of offers and branches. Offerista implements cross-channel campaigns to ensure that advertising messages are transported across a wide range of user-relevant channels. We make consumers so curious about products that they go to the shops and buy them. With a team of more than 120 employees throughout Europe, Offerista provides cross-channel support for retailer and manufacturer brands across all industries at every point in the customer journey. In addition to its headquarters in Dresden, it has further sites in Berlin, Essen, Vienna, Sofia, Budapest and Bucharest. The managing directors are Tobias Bräuer and Benjamin Thym.
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